Much as you enjoy the soothing aroma of dhoop, it calls for a deft hand to set it aglow. With Om Shanthi agarbatti, you have the convenience of an incense stick and all the goodness of a dhoop.

"We have put the masala of dhoop on the stic to give users the best of both," said Arjun Ranga, CEO of Cyvle Agarbathi, Mysore, in Luckno on Friday to announce the company's strategy to establish stronger presence in UP.

"Use of incense cuts across religious lines...not in keeping with popular belief that agarbatti is a Hindu rituals prop, we have a major customer base in the Gulf that comprises Muslim countries," said Ranga, adding that the company was setting up offices in UP to reach out to the North Indians with a range comprising even lifestyle goods like room and car fresheners, perfumes and deodorants in a variety of fragrances.